(3 minute read)
The Golden Circle – People don’t buy what you do, they buy why you do it.
This concept was originally created by Simon Sinek in his Ted talk that has been viewed over 20 million times. The basis is this. Many organisations know what they do, some know how they do it but not many know WHY they do it.
Simon argues that an organisation and an individual that understand why they are doing something will act in a manner that is congruent with both organisational and individual growth.
The result of this is happier staff, which in turn generally means happier customers, which generally means more repeat purchases/revenue, increased organisational reputation and generally increased bottom line.
The important thing here is that profit is not the main driver. Increased profits are a result of looking after your people
and having empathy for all of them. Having meaningful work and meaningful relationships should be the goal.
Let us take a look at an example with a marketing slogan from Dell:
We make great computers. They’re user friendly. Want to buy one?
Now let us take a look at an example with a market slogan from Apple: (who have a clearly defined WHY)
Everything we do, We believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. We just happen to make great computers. Want to buy one?
Remembering that people don’t buy what you do, they buy WHY you do it. A personal example for myself is that I am a business consultant. What I do is provide actionable processes to improve people’s businesses. How I do this is by asking questions to business owners to determine their major pain points and then implementing a plan to overcome these issues. WHY I do this, is because I feel as though it is my duty to share my knowledge with those who need it more than myself.
Do all of your key stakeholders understand WHY it is that you do what you do?
If you’re ready to take your business to the next level and get out of reactive mode, let’s chat. Reach out to us at hello@accountica.com.au with the subject line “Private,” and we’ll help you build the business of your dreams.
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The information on this website is general in nature and does not consider your personal situation. You should consider whether the information is appropriate to your needs and, where appropriate, seek professional advice.
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